Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities analysts need to be successful in today's digital business world.
Offert par
Spécialisation Marketing numériqueUniversité de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 3 sur 7 dans le
Niveau débutant
Approx. 20 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Ce que vous allez apprendre
Gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data
Learn to evaluate and choose appropriate web analytics tools and techniques
Utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages
Understand approaches to visualizing data effectively
Compétences que vous acquerrez
AnalyticsDigital MarketingMarketing AnalyticsMarketing Performance
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 3 sur 7 dans le
Niveau débutant
Approx. 20 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Offert par
Université de l'Illinois à Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis(e) au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
Programme du cours : ce que vous apprendrez dans ce cours
7 heures pour terminer
Course Overview and The Art of Analytics
In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Every analyst dreams of coming up with the “big idea” – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the course, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Module 1 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive (“MECE”) marketing objectives of analytics, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.
7 heures pour terminer
9 vidéos (Total 60 min), 8 lectures, 8 quiz
5 heures pour terminer
Storytelling with Data
In Module 2, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they’re on their feet and presenting to an audience. The goal is to equip analysts with the tools they need to tell a compelling and memorable story that “cuts through the noise” of the overwhelming amount of information audiences experience every day.
5 heures pour terminer
6 vidéos (Total 40 min), 2 lectures, 7 quiz
4 heures pour terminer
Bellabeat Case Study
Module 3 brings to life the concepts, theories, techniques, and tools discussed in the course in a business case written about Bellabeat, a high-tech design and manufacturing company that produced health-focused smart devices for women. Students will see each step in the MAP illustrated through the case.
4 heures pour terminer
5 vidéos (Total 17 min), 2 lectures, 6 quiz
5 heures pour terminer
The Future of Analytics
Data’s road from crude maps to gigabytes of multidimensional information has been a long and winding one. But it is far from over. If anything, the industry finds itself at a critical crossroads that will determine its future for decades to come. Module 4 explores this predicament while casting an eye toward what comes next for digital marketing analytics.
5 heures pour terminer
6 vidéos (Total 37 min), 4 lectures, 6 quiz
Avis
Meilleurs avis pour DIGITAL MARKETING ANALYTICS IN PRACTICE
par SC22 sept. 2020
This is one of the courses used most in the Capstone Project. The readings are useful. Look at merging this course with the Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
par TC31 août 2020
thoroughly enjoyed the course. A big thanks to Instructor Kevin hartman for this perfectly organized course. Materials were on point and easy to understand. Got entirely new observations on analytics.
par JJ7 août 2020
Thoroughly enjoyable "journey" for this course. The syllabus was great, very well structured, thus easy to follow. Each module, including honors, can easily be completed in a day if you have the time.
par OA29 févr. 2016
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
À propos du Spécialisation Marketing numérique
Master strategic marketing concepts and tools to address brand communication in a digital world.
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